In today’s world marketers are looking for new ways to reach their audience and increase their sales performance. But this is more and more difficult. Topics like banner blindness or ad blocker show that reaching new customers has never been so hard than today. For this reason, new advertising formats were invented. One of these is native advertising. But could native advertising fill the gap which other formats couldn’t? And more important: Is native advertising only for awareness or also for performance the right format?